Ad Campaigns
FGII launches new campaign to encourage the ‘Power of Choice’
Mumbai: Future Generali India Insurance Company (FGII), one of India’s leading private general insurance players, has launched its D.I.Y Health #MakeYourChoice campaign to encourage “The choice should be yours” proposition. The campaign comprises three videos of 45 seconds duration each, targeting different segments with relatable slice-of-life situations.
By allowing customers to exercise the ‘power of choice,’ Future Generali’s attempt is to give consumers the choice to be the architect of their health insurance needs. D.I.Y Health gives consumers a chance to customise their health policy such that its best suited to their health goals and provides maximum value for their investment. Corresponding to this first-of-its-kind initiative in the industry, the D.I.Y Health #MakeYourChoice campaign has been designed as a celebration of choice and the flexibility it provides. It is brought alive through three unique films highlighting an important feature and cohort, with each telling a simple story of choice and why it matters.
FGII has created an advertisement that allows insurance agents to customise and include their contact information in the ad, which features charismatic Aparshakti Khurana or the talented Masaba Gupta. A special microsite has been developed by FGII that enables agents to create their own personalised ads in a few simple steps. Taking D.I.Y Health’s modularity feature to the next level, the microsite enables agents to connect with customers in a more personalised and interactive manner. Thus, advancing the concept of customisation that gives the power of personalisation to the customers.
Future Generali India Insurance Company Chief Marketing Officer Ruchika Malhan Varma, said, “As a ‘Lifetime partner’ to our customers, we remain heavily invested in understanding their evolving needs and providing them with innovative solutions that address them. Our customer insight bought forth a growing need for customization and the ability to design a policy suited to the unique health needs of each individual. This motivated us to create a proposition with comprehensive features that help customers pick and choose from a wide array of features comprising 17 base features and 20 optional product features to choose from as part of our D.I.Y Health policy.
She further adds “Our campaign celebrates the element of choice for our customer be it in life or insurance. Crafted around unique insights, it draws parallels between the life of the user and the most relevant health insurance feature to them, in a way that resonates with the viewer immediately”.
Mullen Lintas executive creative director Kapil Ojha said, “What good is a choice if it isn’t yours and yours alone? This is where we wanted to steer the conversation with this campaign. Because D.I.Y Health aptly gives you that level of power to choose. Also, we realized that each of the choice components that one can add or drop in the insurance spoke to different people across various life stages. Hence, to push the relatability quotient further, we crafted multiple insightful stories with situations and examples that I am sure most people may have definitely come across at some point in their own lives”.
The three films
The three stories celebrate individuals who seek to exercise their power of choice and not just go with the flow – whether in life or while buying insurance. The films have been accentuated by a very powerful yet minimal background score – adding the right emotion to the light-hearted tone of the campaign.
First film: Choose or Drop Critical Illness Booster
The film showcases a middle-aged confident modern woman embracing her health and fitness priorities.
Second film: Choose or Drop Maternity Benefit
The film celebrates the choices of a young married couple who have decided to not have children. The plot revolves around a relatable conversation between a couple before attending a family function.
Third film: Choose or Drop Accident Booster
The film showcases an accident-prone brother and a concerned sister. A quirky situational take in understanding that some people are accident-prone, and thus an accident booster is appropriate for them.
For more information about the campaign and to explore the range of customisable health insurance plans
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
